How we evaluated the business impact of marketing campaigns

This post introduces a Marketing Attribution Model (MAM) that assigns credit to marketing touchpoints based on relevance and recency to estimate business impact (GMV, revenue). It also details the implementation of a hold-out group strategy for evaluating single campaigns by comparing the performance of users who received a message versus those who did not. Statistical significance is calculated using the jStat library to determine the probability that observed differences are due to randomness, providing campaign owners with an analysis of business impact.